Self-Transformation and Performativity of Social Media Images

This paper investigates how self-reflecting digital images entail performative agency and act as self-shaping devices with multiple generative effects. By way of critical assessment and empirical examination of consumer-produced social media images of champagne consumption, I map out the multitude of potentialities these images open up for self-transformation.


Joonas Rokka (2015) ,"Self-Transformation and Performativity of Social Media Images", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 111-116.


Joonas Rokka, NEOMA, France


NA - Advances in Consumer Research Volume 43 | 2015

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